A Hidden Epidemic? Demographics, Psychological Characteristics, and Betting Attitudes of Sports Bettors in the US

The legalization of sports betting in more states has led to a rapid rise in online betting, an increase in related problems like betting addiction, and the involvement of college students in sports betting activities. This research focuses on who the core gamblers are, their betting habits, and their preferences, along with the psychological, financial, and social implications of sports betting.

“63,460,000 Americans have an online sportsbook account”

According to a national survey by Albany’s Siena College and St. Bonaventure University, 19% of Americans have an account with an online sports betting company, and 91% of gamblers have a betting app on their smartphones. Most gamblers are avid sports fans (58%), with 45% using online sportsbook applications more often than most other apps. 

• A survey by Opinion X Diagnostics (April 2023) showed that 58% of Americans aged 18-22 have participated in at least one sports betting activity, with 27.2% engaging in sports betting a few times a month. 
• Research by De Jans (2022) highlights that digital gambling advertising, especially when it includes betting odds, leads to more positive reactions towards sports betting ads, increasing gambling intentions among young adults, particularly men. 

• Betting is more popular among Latin Americans (29%) and Black Americans (27%), while it is less popular among Asian Americans (18%) and White Americans (16%). The Northeast states have the highest participation rate (29%). 

Research indicates that certain behavioral and demographic characteristics are strongly associated with an increased risk of gambling problems. Young, single males who are either full-time employed or students are particularly susceptible, especially if they frequently engage in sports betting. This group is significantly influenced by media advertising and peer norms, leading to higher gambling activity and potential issues (Hing et al., 2015). Adolescents and young adults are notably vulnerable, facing severe risks such as financial difficulties and mental health problems due to gambling addiction (Rizzo et al., 2023).

Age Distribution and Experience

In 2024, Statista provides valuable insights into the age distribution of sports bettors in the United States. The data reveals that sports betting is most prevalent among adults aged 25 to 34, who make up 34% of respondents. This group is followed closely by the 35 to 44 age bracket, accounting for 31% of sports bettors. Interestingly, while younger adults aged 21 to 24 represent only 10% of the betting population, the 55+ age group shows a slightly higher engagement, contributing 14% of the total bettors. The 45 to 54 age group rounds out the data with 12% participation.

This age distribution indicates that the majority of sports bettors fall within the 25-44 age range, which could be attributed to their active engagement in sports and higher disposable incomes. Meanwhile, the lower participation among younger adults may be due to limited financial resources or lesser interest in betting, while the slight uptick among older adults could reflect their long-term familiarity with sports betting or growing comfort with technology-based platforms.

According to data from Most bettors are relatively new to gambling, with only 29% having maintained an account for more than two years. Furthermore, a study by Albany’s Siena College reveals that 48% of bettors check an online sportsbook daily to review odds or explore potential bets.

The majority (59%) are active bettors who place bets at least once a week and 24% bet 3 or more times a week.

According to the Odds Assist study, the average betting unit is $171.69, while the median is $50. Among college-age bettors (18 to 24), most wagers (82.8%) are below $50, and about half of all wagers (52.5%) are between $10 and $50. (https://oddsassist.com/research/sports-betting-inflation-espn-study/ Odds Assist study on August 18-22, 2022)

At the same time, Albany’s Siena College study states that 48% of bettors say they check an online sportsbook to see the odds on a bet, or to investigate possible bets at least once each day. While only 15% of women check the application more than 2 times a day (compared to 28% of men), 26% of women do it once or twice a day (compared to 23% of men).

Among college-age respondents, the Opinion X Diagnostics survey proves that only 13.9% say they bet at least a few times a week, 13.3% bet on sports a few times a month, and 15.2% wager monthly. Over half (57.6%) claim they wager a few times a year or less. (Opinion X Diagnostics survey held in April 2023 (https://nyproblemgambling.org/wp-content/uploads/2023/11/College-Research-2023-Sports-Betting-Activities-Survey.pdf)

Only 18% of the gamblers said they deposit money into their sportsbook account weekly or more often, while 16% said they did it only once when they started betting. Most gamblers (43%) deposit to their sportsbook account occasionally. Black Americans and Latino Americans are the most depositing bettors – 28% and 22% of each group respectively deposit into their accounts at least weekly.

On average, every fourth bettor (24%) leaves their winnings in the account to make more bets and 5% have never withdrawn money from their accounts. Women seem to be less driven by money. 27% usually leave the money to make new bets (compared by 23% of men) and 7% have never withdrawn money (compared to 3% of men). Yet they are more conservative in terms of winnings – 51% take the money out winning $100 or more (compared to 45% of men) and only 15% are ready to wait for $500+ winning to take the money out (compared to 28% of men).

Women bettors are less risky – only 42% of them have ever “Chased” a bet (bet and increased amount in hopes of getting money back from a previous bet, which has been lost), while 58% of men have done so. Such an attitude is more popular among Latino American bettors (63%) while Asian American bettors are more risk averse – only 39% of them demonstrate such behavior.

About two-thirds of bettors (59%) have bet a total of $100 or more in one day using an online sportsbook and 24% have bet a total of $500 or more. As mentioned before, women bettors showed more conservative behavior – only 47% of them have ever bet $100 or more (compared to 65% of men) and only 13% have ever bet $500 or more (compared to 29% of men). Among different ethnicity groups, Latino Americans and Asian Americans appeared the most risky – 69% and 66% of them respectively have ever bet $100 or more, while 22% and 31% respectively have ever bet $500 or more. 

According to the Odds Assist study, the average betting unit is $171.69, while the median is $50.

Among college-age bettors (from 18 to 24) most wagers (82,8%) are below $50 and about half of all wagers (52,5%) are between $10 and $50. However, Black American respondents in this group are betting more – about 10% of the group typically bet more than $100, which is twice more than average of the general population. 

However According to Albany’s Siena College study only 20% of bettors could praise they have ever won $500 or more in a day, 41% have been lucky enough to win between $100 and $500 in one day, and the rest 38% of bettors have never won even $100.

Influence of Marketing Strategies on Gambling Habits

• Aggressive marketing strategies by betting companies, such as saturation advertising and inducements, normalize gambling and can lead to increased betting behavior among vulnerable populations, including minors and problem gamblers. Marketing embedded within sports and other non-gambling environments is particularly effective in normalizing betting (Deans et al., 2017).
• Recent research supports these earlier findings, showing that sports betting advertisements significantly influence youth gambling behavior as youths perceive these ads as integral to sports, leading to increased betting participation (Aondowase et al., 2023).

Role of Technology in Gambling Addiction

• Technological advancements, such as AI algorithms and targeted ads, increase the accessibility and risk of gambling addiction. The frequent exposure to wagering advertisements and inducements through digital platforms encourages higher betting frequency and riskier bets (Hing et al., 2019).
• Eye-tracking studies show that young people with higher gambling cravings focus more on gambling advertisements, suggesting these ads may trigger gambling sessions, especially among vulnerable individuals (Onwuegbusi et al., 2023).

Correlation with Mental Health Issues:

• Frequent sports bettors show a higher prevalence of mental health issues such as anxiety, depression, and stress. The constant engagement with betting, especially under losses, exacerbates these conditions (Hanss et al., 2015).
• Sports betting ads activate brain areas related to reward and memory, potentially leading to increased gambling behavior and making responsible gambling messages less effective (García-Castro et al., 2022).

Financial Consequences of Sports Betting

Socioeconomic Impact on Different Demographics:

• Sports betting contributes to financial instability and debt accumulation, particularly among lower-income groups and young adults, exacerbating socioeconomic disparities (Hing et al., 2017).
• According to the Odds Assist study, 57% of sports bettors used credit cards to deposit, and over half of them (51%) have gone into debt as a result.

Betting Behaviors and Financial Habits:

• Black Americans and Latino Americans are the most frequent depositors, with 28% and 22% of each group respectively summing up their accounts at least weekly.
• Men are more likely to chase losses compared to women, which can exacerbate financial strain and emotional distress. Latino American bettors (63%) are more prone to this behavior compared to Asian American bettors (39%). Chasing losses often leads to a vicious cycle of increased betting in an attempt to recover lost money, which rarely succeeds and usually results in even greater losses. Understanding how to recover from gambling losses can help break this cycle and promote healthier gambling habits.
• Among Latino American bettors, 46% have felt that they bet more than they should, 38% have ever felt bad or ashamed after losing a bet, and 20% have ever lost an amount of money in a bet that meant they would have trouble meeting financial obligations. Almost every fourth (23%) has ever lied about the extent of how much they bet using online sportsbooks.

Entertainment vs. Financial Gain:

• According to the Odds Assist survey, for 48.3% of American gamblers, entertainment is the primary reason for betting on sports, while 44.1% claimed taking money as their primary reason for betting. The main aim for the rest 7.6% is to compete with friends.
• Half of Americans (48%) state that online sports betting is a great form of entertainment that allows fans to gamble responsibly on sports, while 65% believe online sports betting will end up creating compulsive gamblers that will cause pain to them and their families.

Legalization and Regulation:

• Despite the negative aspects, half of Americans (49%) agreed that sports betting should be legal in all 50 states compared to 29% who believe it should be illegal across all states. There is strong support for aggressive federal regulation to protect against compulsive gambling, with about 60% confidence in the need for federal government regulation.
• Pew Research confirmed that Americans 50 and older, compared to individuals under 50, believe that legalized sports betting is harmful to society (41% to 27%).

The term "epidemic" is used to describe the widespread and rapidly increasing prevalence of sports betting activities and the associated problems across the United States. The comparison to an epidemic underscores the urgent and pervasive nature of the issue, emphasizing the large number of individuals affected and the significant social, economic, and psychological consequences. The rapid legalization of sports betting has led to an explosion in online betting activities, reaching across demographics and regions with profound effects on vulnerable populations.

Signs of the Epidemic

1. Rapid Increase in Participation: The number of Americans engaging in sports betting has skyrocketed, with significant portions of the population, especially young adults, becoming regular bettors.
2. High Frequency of Betting: Many bettors, particularly men and young adults, engage in sports betting frequently, often daily, leading to habitual gambling behaviors.
3. Marketing Influence: Aggressive and pervasive marketing strategies by betting companies have normalized gambling, particularly among young and impressionable individuals, further fueling the rise in sports betting.
4. Financial Instability: A significant number of bettors experience financial difficulties due to betting, with many using credit cards and accumulating debt as a result of their gambling activities.
5. Mental Health Issues: There is a strong correlation between frequent sports betting and mental health problems such as anxiety, depression, and stress, exacerbated by the pressures and losses associated with gambling.
6. Chasing Losses: Many bettors engage in risky behaviors such as chasing losses, which leads to further financial and emotional distress.

What Should You Do?

1. Awareness and Education: There is a need for increased awareness and education about the risks of sports betting. This includes understanding the signs of gambling addiction, the impact of aggressive marketing, and the potential financial and mental health consequences.
2. Regulation and Oversight: Stronger regulation and oversight of sports betting are essential to protect vulnerable populations. This includes implementing stricter advertising regulations, providing resources for problem gamblers, and ensuring that betting platforms have robust responsible gambling measures in place. Stronger regulation and oversight of sports betting are essential to protect vulnerable populations. This includes implementing stricter advertising regulations, providing resources for problem gamblers, and ensuring that betting platforms have robust responsible gambling measures in place. Several organizations and government bodies in the US are actively involved in these efforts:
3. National Council on Problem Gambling (NCPG)
   • The NCPG is a national advocate for programs and services to assist problem gamblers and their families. They offer resources, support, and advocate for responsible gambling practices.
4. American Gaming Association (AGA)
   • The AGA promotes responsible gaming and advocates for effective policies and regulations in the gaming industry. They also provide resources and support for addressing problem gambling.
5. State Gambling Commissions and Control Boards
   • Each state with legalized sports betting has its own regulatory body that oversees the industry. These bodies enforce regulations, license operators, and implement responsible gambling measures. Examples include the New Jersey Division of Gaming Enforcement, the Nevada Gaming Control Board, and the Colorado Division of Gaming.
6. Responsible Gambling Council (RGC)
   • Although based in Canada, the RGC provides valuable research, insights, and resources applicable to responsible gambling efforts in the US. They work to reduce gambling risks through awareness and prevention programs.
7. Federal Trade Commission (FTC)
   • The FTC is involved in regulating advertising practices, including those related to gambling. They ensure that advertising is truthful and not misleading, which is crucial for protecting consumers from deceptive marketing.
8. Support and Resources: Providing accessible support and resources for individuals struggling with gambling addiction is crucial. This includes hotlines, counseling services, and community support groups that offer help and guidance.
9. Encouraging Responsible Gambling: Promoting responsible gambling practices is vital. This includes setting limits on betting amounts, encouraging breaks from gambling, and fostering a mindset that views betting as a form of entertainment rather than a way to make money.
10. Further Research: Continued research into the demographics, behaviors, and impacts of sports betting can help develop targeted interventions and policies. Understanding the evolving landscape of sports betting and its effects on different populations will be key to addressing this hidden epidemic effectively.

By recognizing gambling addiction as an epidemic, the US and society as a whole, can take proactive steps to mitigate its negative effects, support affected individuals, and promote healthier, more responsible gambling behaviors.